Digital transformation of the global economy: online-only brands in the career dimension

Background. The phenomenon of creation and promotion on the marketplaces of Online-Only brands is just making itself known in the global e-commerce, representing one of the most important components of the digital transformation of the global economy.Purpose. To study the synergetic mechanism of the joint evolution of marketplaces and Online-Only brands in the context of the creation and development of a separate type of Online-Only brands - Marketplace-Based Online-Only brands.Materials and Methods. In the course of this research work, various methods were involved: the logical method, the system method, the structural-functional method, the comparative (comparative) method. The choice of materials for this study was carried out on the basis of a content analysis of the following sources: scientific articles posted in a single bibliographic and abstract database of peer-reviewed scientific literature Scopus, thematic publications, analytical reports, electronic resources. Additionally, cases of entrepreneurs and companies operating on marketplaces using online-only brands were analyzed.Results and Implications. Based on the analysis of data from sources, the need to introduce the term "Marketplace-Based Online-Only brands" as a separate type of Online-only brands was identified, the functioning of the synergistic mechanism for the joint evolution of marketplaces and Online-only brands was studied, and it was also proved that their development is possible only in the format of co-evolution.Conclusion. The obtained results allow us to outline further directions of research on the topic and expand the understanding of the mechanisms of co-evolution of marketplaces and online-only brands by practicing managers.